Selling WVS: Who to Leave Out

"This could work anywhere!"

It's tempting to think that way, very tempting. But probably fatal. Window Video Systems are cool, very cool.

And WVS will "work" in a large variety of venues and applications. But don't get greedy, and don't get wild. Find a niche you know, a niche whose needs you are very familiar with, where you have experience selling into, or for. Know that niche intimately, so you can USE WVS TO FILL THE NEED! That is where the money is. Not merely wowing a few diverse clients here and there. Know your chosen niche well, and develop your own ideas of how you would use WVS, particularly, to create PROFIT for your target client/user. How would you prove or demonstrate that PROFIT/return?

As mentioned in the previous post, the numbers on ROI/effectiveness of Digital Signage are coming in, and they are all good, baby. But it's up to you to know them and how they can apply to your chosen market, segment or niche.

So where do YOU think WVS will be successful? What market or segment are YOU expert in? Here are just some of the retail segments we like:

Auto Dealerships
Jewelry Stores
Retail Clothing
Design Studios
Hair Salons
Cellular Stores
Supermarkets
Electronics/Appliance Stores
Clubs
Bars
Restaurants

We could go on. Any large chain in any one of these segments would make a nice career. But you can't sell all of them, because no one can be really good at penetrating and effectively serving ALL those markets. So which do you leave out, and shich ONE would you choose?

Selling WVS: Know Your Market, Know Your Strengths

We have get inquiries from all over the world about our Window Video Systems: Digital Mannequin, Digital Windows, Digital Banners. Everybody loves WVS. Some think it's alchemy; some think anyone can do it. Some think the world will beat a path to their door if they can just secure the rights to market our proprietary systems in their country, region or niche.

WVS will transform messaging and display in the retail space in particular, but other venues as well. But understanding the strengths and limitations of WVS, where it works well and where it won't is essential to making money with WVS.

Remember, it's hardware, content, proper installation, and method. It's knowing the value and potential for Return on Investment that wins the game and makes money.

Launching a new media is not for the weak of heart.

Everybody likes what they see, but not many really understand exactly how it will benefit them, and when you are selling WVS, it's up to you to demonstrate that. Fortunately, the data on how Digital Signage affects sales, is starting to come in. Walmart reported across the board increases in all segments of their lines. And I don't even think they are as effective in their method as they could be (like not incorporating WVS!) It isn't hard to imagine how better display and motion-enhanced, changing sales and promo messages can have a huge impact on the selling/buying environment in retail.

So before you contact us, know your market, your segment, and how you plan to use WVS to make a profit for your clients. There is more to the potential than just a hardware sale.

LCDs - TV on the Ceiling. So What?

That is what the customer thinks when they see an LCD in your business. I have no doubt about this, because I make it a point to observe people when an LCD is present in a retail business. Most people ignore them. Even in lobbies and waiting rooms, usually they are ignored.

That is because someone is failing to make them relevant or useful to the customer!

Dick Morris is famous for his line to Bill Clinton when running for the presidency: "It's the economy stupid!"

Well, I have a modified take on that, which is the key to selling and buying digital signage, whether DOOH or in-house.

It's not the hardware; IT'S THE CONTENT AND USAGE!

Technological hardware will never achieve anything or solve anything or improve anything if you don't use it effectively. This is what's wrong with so many lcd installations. We just pitched a company who has edgy, hip, imagery, product, and branding, but they haven't even integrated their retail store lcd deployment, and they aren't using them for messaging.

LCDs as a medium have to work that much harder to overcome the unspoken but manifest bias in customer's minds that they are just TVs (and not even as good as the one at home.) Much better to jolt that viewer with a Window Video System (WVS) and then message them into doing what you want them to do. Ideally that should be something sales-related, or at the very least, something trackable. But always lean toward selling. Otherwise you run the risk of lapsing into that grey area where business justifications start to veer away from dollars, sense, and profit.

LCDs - Problems with DS

So much of Digital Signage (DS) is focused on LCD screens, and LED types of boards. Much of the implementation is kinda clunky. It seems that the DS Industry is dominated by techies, and even the people who plan advertising campaigns are often not real swift at creating compelling ads or playlists.

Further, many retailers have installed LCD screens, but are merely streaming television or just a limited playlist loop. I think of a restaurant chain here in Southern California with a beach theme; they play surf videos non-stop. Neat-o. (But I thought they wanted to sell more burgers?!!!) Many clothing chains have LCD screens playing music videos. As if that has something to do with selling clothes.

I don't know; I guess I'm not sophisticated enough to realize how useful that is. From my point of view, I would rather spend 5 minutes selling than 5 weeks entertaining. I think, ideally, the retailers would too, but the ad industry and their own in-house marketing people probably have them bamboozled into thinking they have to do this.

Or then there's "Walmart TV". Large LCD's hanging in Walmart stores playing who knows what. Sound on, blah blah blah, some fake tv show. I have never observed anyone standing there watching those things. I think it's because the content is pretty useless relative to making a buying decision right now.

So Looknglas works with clients to create and mnanage content designed to sell, to cement their relationship with their customers, to motivate them to buy something else, RIGHT NOW. Or to cross pollinate with the client's web-based strategies. Or to get the customer to use their mobile phone to get a promotional benefit, offer, coupon, whatever.

Because of this lack of focus in the use of LCD's, Looknglas now offers integration and management of existing LCD's. A chain with standalone LCDs in their stores can now have a network that runs company-designed playlists, updated as often as everyday, with new, fresh selling messages.

So now companies can leverage their existing investment into something a lot more powerful and effective. A few low cost digital control devices installed, and Voila! Instant retail POP network prodding customers to buy more. Yeah!!! Use technology to make more sales and more money?! What a concept!

Looknglas - Window Video Systems, and LCD System integrators. The Window Of Opportunity is Here.